Tourism Sector Challenges

Globally, there is a growing demand for wellness tourism and nature-based travel experiences, yet existing tourism models are often fragmented or lack sustainability.

Many regions rich in natural beauty and thermal resources remain underutilized in terms of tourism, or have been subject to conventional tourism projects that burden local ecosystems and provide limited benefits to local communities.

The current challenge is to develop a tourism model that sustainably leverages natural assets such as thermal springs and rural landscapes, offering authentic wellness experiences while actively supporting local development.